You can always rely on Diesel to deliver unconventional statements and this goes for its marketing as well as its fashion.

To launch its flagship Fifth Avenue store, themed live dinner parties were held in its storefront window for 5 nights. Guest participants included famous New York DJs, sportsmen, models and other personalities.

The store itself exudes creativity and invites consumers to live the brand experience, with DJ booths on multi-levels, store-wide Wi-Fi, e-commerce portals and wireless cash stations.

Recognising that staying in is the new going out, Diesel is clearly mirroring a current social trend, in a highly creative way. But it also proves it’s the kind of brand that has more to offer behind its closed doors.

Thanks to: Diesel, coolhunter.com

T-Mobile is fast becoming the brand known for bringing the sunshine into people’s everyday lives, in the most unexpected ways. The concepts are simple, but execution is huge, fun and inclusive.

Following its infamous dance event in Liverpool Street station in January, the company upped the ante with a grand-scale karaoke event, attracting 13,500 people to London’s Trafalgar Square.

But the exposure didn’t stop there.

The brand experience extended to creating hubs on YouTube and Facebook, offering the possibility of receiving an exclusive invite to its next event. By embracing the viral element, it’s now creating a growing community of followers.

A brilliant example of a brand that is living up to its promise of ‘Life is for Sharing’.

Thanks to: T-Mobile

You should drink Red Bull in times of increased mental and physical strain. It makes sense then that the brand aligns itself with events that showcase the most extreme variants of skiing, mountain biking, sailing, flying, skateboarding and snowboarding.

What Red Bull does best is not just associate itself with these sports, it showcases them, taking them into the mainstream, creating competitive environments for the best athletes to demonstrate their respective sports.

This has led to professionally produced (globally screened) events being created in areas of the world which aren’t usually chosen to host this level of event. It entertains the locals, brings tourism to the area and raises the profile of the sport and the athletes that take part. So follow the Red Bull calendar of events to see parts of the world you’ve never heard of and sports you didn’t even know existed.

Thanks to: Red Bull

We took a walk down to the Apple Store opening last night - here are a couple of shots. True to Apple’s style there was a lot of excitement - film crews, hyped up staff and fans eager to get through the front doors. Not that they were looking to buy anything. Most of the fans (all be it only about 100 of them) were there for the experience. Mingling with fellow Apple groupies, lapping up media attention and taking in the the freebies from surrounding retailers (Cafe Vivo, Haighs Chocolates and Krispy Cremes).

Thanks to: Apple

Mark Malkoff is a comedian, filmmaker and writer from New York. He works at Comedy Central on The Colbert Report. On the side he produces short films.In the last year he has started producing films where brands play a central role. It started with the Starbucks challenge 171starbucks.com and now he has progressed to living in Ikea for a week while his apartment is fumigated. marklivesinikea.com. What’s not clear is who’s driving this sudden interest in brands being such a core part of his content? I’m endeavouring to find out - stay tuned.Regardless of who is behind this the films feature on You Tube along with a tonne of unsolicited comments from people from all around the globe.

Thanks to: Gimundo.com

Early on a beautiful November Tuesday, at Studio Twenty4 in Sydney, While You Weren’t Watching launched its second series of material aimed at provoking insightful discussion into various areas of today’s rapidly changing media landscape.

The event unfolded with a preview of the While You Weren’t Watching documentary and a panel discussion with documentary contributors Tim Flattery, Mark McCrindle and Christy Dena. Throughout the discussion, the panel of media and social research experts fielded questions from Paul McBeth as well as members of the audience.

Thanks to: Mitchell Communication Group